Mercadotecnia digital y canales electrónicos
Digital channels and the electronic mix
Digital marketing extends the mix rather than replacing it. Media split three ways: owned (site, app, blog, email list), paid (search ads, display, social ads, contracted influencers) and earned (organic search, shares, reviews, press). E-commerce models include B2C, B2B, C2C and marketplace platforms; the strategic choice between a marketplace and an own store trades reach and traffic against control, margin and customer data.
The funnel defines the metrics. Impressions → clicks (CTR = clicks ÷ impressions) → sessions → conversions (conversion rate = conversions ÷ sessions). Costs: CPC = spend ÷ clicks; CPM = spend ÷ impressions × 1,000; CPA = spend ÷ conversions. ROAS = revenue ÷ ad spend, while ROI = (revenue − cost) ÷ cost; a ROAS of 4 is a 300% return only if ad spend is the sole cost. Customer lifetime value against acquisition cost (LTV:CAC) is the durability test.
Search splits into SEO (earned, slow, compounding) and SEM (paid, immediate, auction-based). Email is judged on deliverability, open rate and click rate; social on engagement and reach. Attribution models (first click, last click, linear, data-driven) decide which touch gets credit - last-click systematically overcredits branded search and closing channels. Optimization runs through landing-page tests, A/B splits and remarketing. Omnichannel operations - inventory visibility, click-and-collect, last-mile delivery, returns - determine whether digital demand can actually be served. Privacy rules constrain tracking and consent.
Traps. Confusing ROAS with ROI, CTR with conversion rate, CPM with CPC. Labelling organic search "paid". Treating impressions as engagement. Reading a last-click report as causal truth.
Worked example. Spend 20,000; 500,000 impressions; 10,000 clicks; 400 orders; revenue 60,000. CTR = 2%, CPC = 2.00, conversion rate = 4%, CPM = 40, average order value = 150, ROAS = 3.0.
Key points
- Owned, paid and earned media.
- CTR, CPC, CPM and CPA formulas.
- ROAS ≠ ROI.
- SEO compounds; SEM buys immediacy.
- Attribution choice changes the next budget decision.